I don't agree that middle-class consumers are exercising choice by value. Because value is a very abstract term. In a booming economy (at least for the middle, upper middle-classes) it's what catches their mindshare that decides which product they go for. Yes, the erstwhile govt. run services and products have a negative image because they have a legacy to deal with. However, the private sector is cashing in on the neo purchasing power by using marketing gimmicks rather than real value as such. The average consumer all over the world is a fool and that is what the private sector has been exploiting.
